What’s the deal with LinkedIn Ads? Interview with AJ Wilcox

In this video, I sit down with AJ Wilcox, founder of B2Linked Agency and expert on all things LinkedIn Advertising. You can check out his LinkedIn Ads course on CXL institute

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so<00:00:00.179> what<00:00:00.510> are<00:00:00.810> some<00:00:00.840> of<00:00:01.290> the<00:00:01.439> most<00:00:02.220> common
so what are some of the most common so what are some of the most common mistakes<00:00:03.179> you<00:00:03.330> see<00:00:03.510> people<00:00:03.810> making<00:00:04.110> I<00:00:04.589> think mistakes you see people making I think mistakes you see people making I think one<00:00:05.580> of<00:00:05.609> the<00:00:05.730> most<00:00:05.819> common<00:00:06.210> mistakes<00:00:06.569> is one of the most common mistakes is one of the most common mistakes is following<00:00:07.589> linkedin's<00:00:08.069> advice<00:00:08.429> quite following linkedin's advice quite following linkedin's advice quite frankly<00:00:13.309> if<00:00:14.309> this<00:00:14.490> is<00:00:14.639> Pape<00:00:14.849> I'm<00:00:15.089> here<00:00:15.509> with<00:00:15.690> my frankly if this is Pape I'm here with my frankly if this is Pape I'm here with my man<00:00:16.049> AJ<00:00:16.770> AJ<00:00:17.460> wall<00:00:17.880> Cox<00:00:18.210> is<00:00:18.510> the<00:00:18.570> number<00:00:19.350> one man AJ AJ wall Cox is the number one dude<00:00:20.670> on<00:00:20.970> the<00:00:21.119> planet<00:00:21.150> for<00:00:21.720> LinkedIn man AJ AJ wall Cox is the number one dude on the planet for LinkedIn dude on the planet for LinkedIn advertising<00:00:22.650> which<00:00:23.460> is<00:00:23.580> why<00:00:23.760> I<00:00:24.119> wanted<00:00:24.570> to advertising which is why I wanted to advertising which is why I wanted to have<00:00:24.779> this<00:00:24.869> chat<00:00:25.109> with<00:00:25.260> it have this chat with it have this chat with it because<00:00:25.980> AJ<00:00:26.490> I<00:00:26.789> hear<00:00:27.720> from<00:00:27.840> so<00:00:28.080> many<00:00:28.140> people because AJ I hear from so many people because AJ I hear from so many people the<00:00:28.769> LinkedIn<00:00:29.400> advertising<00:00:29.670> just<00:00:30.390> sucks<00:00:30.750> the the LinkedIn advertising just sucks the the LinkedIn advertising just sucks the cost<00:00:31.560> per<00:00:31.679> click<00:00:31.920> is<00:00:31.949> ridiculously<00:00:32.640> high cost per click is ridiculously high cost per click is ridiculously high while<00:00:33.570> the<00:00:33.600> click-through<00:00:34.020> rate<00:00:34.440> is<00:00:34.770> so<00:00:35.309> low while the click-through rate is so low so<00:00:36.239> can<00:00:36.690> anybody<00:00:37.200> make<00:00:37.320> money<00:00:37.710> on<00:00:37.950> LinkedIn while the click-through rate is so low so can anybody make money on LinkedIn so can anybody make money on LinkedIn yes<00:00:38.730> you<00:00:38.940> absolutely<00:00:39.120> can<00:00:39.450> make<00:00:39.809> money<00:00:40.020> on yes you absolutely can make money on yes you absolutely can make money on LinkedIn<00:00:40.590> but<00:00:41.190> there<00:00:41.370> is<00:00:41.489> a<00:00:41.520> load<00:00:41.730> of<00:00:41.879> a<00:00:41.940> trick LinkedIn but there is a load of a trick LinkedIn but there is a load of a trick to<00:00:42.180> it<00:00:42.480> so<00:00:42.750> just<00:00:43.020> as<00:00:43.469> you've<00:00:43.620> heard<00:00:43.800> the<00:00:44.280> cost to it so just as you've heard the cost to it so just as you've heard the cost per<00:00:44.820> click<00:00:45.000> is<00:00:45.030> obscenely<00:00:45.600> high<00:00:45.930> compared<00:00:46.410> to per click is obscenely high compared to per click is obscenely high compared to other<00:00:46.530> platforms<00:00:46.860> in<00:00:47.760> general<00:00:48.239> what<00:00:48.360> we<00:00:48.450> see other platforms in general what we see other platforms in general what we see is<00:00:48.780> a<00:00:48.809> six<00:00:49.140> to<00:00:49.320> nine<00:00:49.500> dollar<00:00:49.770> cost<00:00:50.129> per<00:00:50.309> click is a six to nine dollar cost per click is a six to nine dollar cost per click which<00:00:50.910> is<00:00:51.239> high<00:00:51.480> in<00:00:52.260> some<00:00:53.039> Google<00:00:53.370> ads which is high in some Google ads which is high in some Google ads industries<00:00:54.180> you<00:00:54.300> might<00:00:54.480> see<00:00:54.660> you<00:00:55.350> know<00:00:55.410> cost industries you might see you know cost industries you might see you know cost per<00:00:55.890> click<00:00:56.070> getting<00:00:56.340> that<00:00:56.789> higher<00:00:57.030> higher<00:00:57.360> but per click getting that higher higher but per click getting that higher higher but in<00:00:58.140> social<00:00:58.440> we're<00:00:58.770> used<00:00:58.949> to<00:00:59.100> Facebook<00:00:59.520> where in social we're used to Facebook where in social we're used to Facebook where you<00:00:59.730> have<00:00:59.969> you<00:01:00.300> know<00:01:00.329> 150<00:01:00.899> $2<00:01:01.739> clicks<00:01:02.129> kind<00:01:02.699> of you have you know 150 $2 clicks kind of you have you know 150 $2 clicks kind of at<00:01:02.850> the<00:01:02.940> maximum<00:01:03.359> so<00:01:04.199> because<00:01:04.559> of<00:01:04.710> that at the maximum so because of that at the maximum so because of that because<00:01:05.100> it<00:01:05.430> costs<00:01:05.820> more<00:01:06.030> to<00:01:06.090> get<00:01:06.360> in<00:01:06.540> what<00:01:07.080> it because it costs more to get in what it means<00:01:07.439> is<00:01:07.619> you've<00:01:07.770> got<00:01:07.890> to<00:01:07.979> be<00:01:08.040> able<00:01:08.100> to<00:01:08.220> make because it costs more to get in what it means is you've got to be able to make means is you've got to be able to make more<00:01:08.640> money<00:01:08.700> on<00:01:09.030> the<00:01:09.180> back<00:01:09.450> end<00:01:09.860> in<00:01:10.860> order<00:01:11.100> for more money on the back end in order for more money on the back end in order for to<00:01:11.970> have<00:01:12.330> a<00:01:12.360> return<00:01:12.840> right<00:01:13.619> so<00:01:13.890> so<00:01:14.369> for to have a return right so so for to have a return right so so for building<00:01:15.090> an<00:01:15.150> outbound<00:01:15.479> sales<00:01:15.720> team<00:01:16.020> but building an outbound sales team but building an outbound sales team but typically<00:01:16.560> say<00:01:16.830> that<00:01:17.100> your<00:01:17.689> minimum<00:01:18.689> annual typically say that your minimum annual typically say that your minimum annual contract<00:01:19.590> value<00:01:19.890> be<00:01:20.130> like<00:01:20.310> $10,000<00:01:21.270> to<00:01:21.420> make contract value be like $10,000 to make contract value be like $10,000 to make sales<00:01:21.900> teams<00:01:22.200> work<00:01:22.470> so<00:01:22.650> what's<00:01:22.830> like<00:01:22.979> the sales teams work so what's like the sales teams work so what's like the minimum<00:01:23.520> ballpark<00:01:24.150> for<00:01:24.360> a<00:01:24.420> LinkedIn minimum ballpark for a LinkedIn minimum ballpark for a LinkedIn advertising<00:01:25.140> so<00:01:25.740> we've<00:01:25.860> seen<00:01:26.040> people<00:01:26.189> make<00:01:26.490> it advertising so we've seen people make it advertising so we've seen people make it work<00:01:26.759> with<00:01:26.939> less<00:01:27.150> but<00:01:27.570> what<00:01:27.900> I<00:01:27.930> generally<00:01:28.140> tell work with less but what I generally tell work with less but what I generally tell people<00:01:28.770> is<00:01:28.860> if<00:01:28.979> you're<00:01:29.070> gonna<00:01:29.189> earn<00:01:29.689> $15,000 people is if you're gonna earn $15,000 people is if you're gonna earn $15,000 or<00:01:30.840> more<00:01:30.869> when<00:01:31.320> you<00:01:31.409> close<00:01:31.619> a<00:01:31.650> deal<00:01:31.890> LinkedIn or more when you close a deal LinkedIn or more when you close a deal LinkedIn ads<00:01:32.700> makes<00:01:32.939> a<00:01:33.180> ton<00:01:33.420> of<00:01:33.450> sense<00:01:33.570> pretty<00:01:34.079> much ads makes a ton of sense pretty much ads makes a ton of sense pretty much every<00:01:34.439> time<00:01:34.820> 15,000<00:01:35.820> that's<00:01:35.970> high<00:01:36.090> so<00:01:36.479> like<00:01:36.780> if every time 15,000 that's high so like if every time 15,000 that's high so like if my<00:01:37.110> product<00:01:37.439> is<00:01:37.710> 200<00:01:38.369> bucks<00:01:38.780> no<00:01:39.780> chance<00:01:40.079> not my product is 200 bucks no chance not my product is 200 bucks no chance not unless<00:01:41.100> they're<00:01:41.280> gonna<00:01:41.400> stick<00:01:41.640> around<00:01:41.700> for<00:01:41.939> a unless they're gonna stick around for a unless they're gonna stick around for a long<00:01:42.240> time<00:01:42.479> and<00:01:42.659> you're<00:01:42.750> okay<00:01:42.990> footing<00:01:43.290> that long time and you're okay footing that long time and you're okay footing that bill<00:01:43.860> for<00:01:44.430> a<00:01:44.460> long<00:01:44.909> time<00:01:45.180> to<00:01:45.299> get<00:01:45.420> to<00:01:45.630> your<00:01:45.780> okay bill for a long time to get to your okay bill for a long time to get to your okay so<00:01:46.530> it's<00:01:46.890> typically<00:01:47.220> like<00:01:47.490> enterprise<00:01:47.970> speed so it's typically like enterprise speed so it's typically like enterprise speed to<00:01:49.020> be<00:01:49.140> software<00:01:49.740> like<00:01:50.189> what's<00:01:50.399> what's<00:01:50.640> what to be software like what's what's what to be software like what's what's what was<00:01:51.390> the<00:01:51.479> best<00:01:51.630> fit<00:01:51.840> typically<00:01:52.290> yeah<00:01:52.740> SAS was the best fit typically yeah SAS was the best fit typically yeah SAS software<00:01:53.670> makes<00:01:54.060> a<00:01:54.149> lot<00:01:54.270> of<00:01:54.299> sense<00:01:54.600> just software makes a lot of sense just software makes a lot of sense just because<00:01:54.899> with<00:01:55.470> SAS<00:01:55.649> software<00:01:55.829> you've<00:01:56.189> got because with SAS software you've got because with SAS software you've got that<00:01:56.460> recurring<00:01:56.909> agencies<00:01:57.780> tend<00:01:58.020> to<00:01:58.079> work that recurring agencies tend to work that recurring agencies tend to work really<00:01:58.350> well<00:01:58.969> especially<00:01:59.969> if<00:02:00.210> they're really well especially if they're really well especially if they're charging<00:02:00.630> you<00:02:01.020> know<00:02:01.140> one<00:02:01.409> to<00:02:01.680> three<00:02:01.950> thousand charging you know one to three thousand charging you know one to three thousand a<00:02:02.340> month<00:02:02.490> you<00:02:03.030> can<00:02:03.119> make a month you can make a month you can make back<00:02:04.060> pretty<00:02:04.960> quickly<00:02:05.170> in<00:02:05.410> less<00:02:06.190> than<00:02:06.370> a<00:02:06.430> year back pretty quickly in less than a year that<00:02:06.940> makes<00:02:07.420> a<00:02:07.510> lot<00:02:07.630> of<00:02:07.660> sense<00:02:07.900> also<00:02:08.380> we<00:02:08.470> found back pretty quickly in less than a year that makes a lot of sense also we found that makes a lot of sense also we found devices<00:02:09.310> like<00:02:09.490> medical<00:02:09.910> devices<00:02:10.210> tend<00:02:10.660> to devices like medical devices tend to devices like medical devices tend to make<00:02:10.840> a<00:02:10.869> lot<00:02:10.990> of<00:02:11.020> sense<00:02:11.490> things<00:02:12.490> like<00:02:12.700> you<00:02:13.180> know make a lot of sense things like you know make a lot of sense things like you know refurbished<00:02:14.770> x-ray<00:02:15.190> machines<00:02:15.550> we<00:02:15.790> found<00:02:16.300> just refurbished x-ray machines we found just refurbished x-ray machines we found just anything<00:02:17.320> with<00:02:17.530> a<00:02:17.560> high<00:02:17.740> contract<00:02:18.220> value<00:02:18.520> mix anything with a high contract value mix anything with a high contract value mix a<00:02:19.000> lot<00:02:19.300> of<00:02:19.390> SCOTUS<00:02:19.990> oh<00:02:20.140> no<00:02:20.320> no<00:02:20.650> one<00:02:21.130> dollar a lot of SCOTUS oh no no one dollar a lot of SCOTUS oh no no one dollar trick<00:02:21.640> it's<00:02:21.850> no<00:02:22.090> print<00:02:22.540> business<00:02:22.900> cards trick it's no print business cards trick it's no print business cards online<00:02:23.490> web<00:02:24.490> hosting<00:02:25.140> that's<00:02:26.140> crap online web hosting that's crap online web hosting that's crap nope<00:02:26.830> that<00:02:26.860> stuff<00:02:27.400> this<00:02:27.520> does<00:02:28.030> not<00:02:28.270> pay<00:02:28.480> off nope that stuff this does not pay off nope that stuff this does not pay off all<00:02:28.900> right<00:02:29.140> let's<00:02:29.350> say<00:02:29.500> that<00:02:29.680> I<00:02:29.740> have<00:02:29.980> a<00:02:30.010> SAS all right let's say that I have a SAS all right let's say that I have a SAS software<00:02:31.240> I<00:02:32.230> have<00:02:32.470> a<00:02:32.620> plan<00:02:32.920> enterprise<00:02:33.460> plan software I have a plan enterprise plan software I have a plan enterprise plan I'm<00:02:34.150> good<00:02:34.330> to<00:02:34.450> go<00:02:34.600> so<00:02:34.960> what<00:02:35.590> will<00:02:35.740> be<00:02:35.770> like<00:02:36.070> like I'm good to go so what will be like like I'm good to go so what will be like like top<00:02:36.850> five<00:02:36.880> things<00:02:37.540> I<00:02:37.780> should<00:02:38.020> do<00:02:38.350> to<00:02:38.800> make<00:02:38.830> sure top five things I should do to make sure top five things I should do to make sure that<00:02:39.340> my<00:02:39.840> LinkedIn<00:02:40.840> experiment<00:02:41.320> works<00:02:41.470> out that my LinkedIn experiment works out that my LinkedIn experiment works out yeah<00:02:42.160> so<00:02:42.190> I<00:02:42.370> have<00:02:42.850> this<00:02:43.000> acronym<00:02:43.390> I<00:02:43.570> like<00:02:43.720> to yeah so I have this acronym I like to yeah so I have this acronym I like to use<00:02:44.020> called<00:02:44.290> a<00:02:44.530> moe<00:02:44.740> bring<00:02:44.980> your<00:02:45.130> ammo<00:02:45.550> to<00:02:45.610> the use called a moe bring your ammo to the use called a moe bring your ammo to the fight<00:02:46.000> so<00:02:46.510> you<00:02:46.540> have<00:02:46.810> your<00:02:47.020> audience<00:02:47.530> your fight so you have your audience your fight so you have your audience your message<00:02:48.370> and<00:02:48.610> your<00:02:48.790> offer<00:02:49.060> your<00:02:49.750> audience message and your offer your audience message and your offer your audience it's<00:02:50.650> gonna<00:02:50.770> be<00:02:50.890> pretty<00:02:51.070> straightforward it's gonna be pretty straightforward it's gonna be pretty straightforward linkedin<00:02:51.910> has<00:02:51.940> by<00:02:52.270> far<00:02:52.540> the<00:02:52.720> best linkedin has by far the best linkedin has by far the best business-to-business business-to-business business-to-business targeting<00:02:54.160> of<00:02:54.340> any<00:02:54.610> platform<00:02:55.120> you're<00:02:55.510> gonna targeting of any platform you're gonna targeting of any platform you're gonna look<00:02:55.840> in<00:02:55.960> there<00:02:56.140> and<00:02:56.290> it's<00:02:56.380> gonna<00:02:56.470> become look in there and it's gonna become look in there and it's gonna become immediately<00:02:57.310> apparent<00:02:57.550> who<00:02:57.850> your<00:02:58.030> who<00:02:58.420> your immediately apparent who your who your immediately apparent who your who your people<00:02:58.720> are<00:02:59.040> number<00:03:00.040> two<00:03:00.280> your<00:03:00.490> message<00:03:00.880> is people are number two your message is people are number two your message is really<00:03:01.720> just<00:03:01.930> a<00:03:02.050> distilled<00:03:02.470> version<00:03:02.950> of<00:03:03.160> what really just a distilled version of what really just a distilled version of what your<00:03:03.700> landing<00:03:04.030> page<00:03:04.210> says<00:03:04.480> or<00:03:04.810> what<00:03:05.080> your your landing page says or what your your landing page says or what your offer<00:03:05.380> is<00:03:05.650> so<00:03:06.430> we<00:03:07.000> don't<00:03:07.150> worry<00:03:07.300> too<00:03:07.360> much offer is so we don't worry too much offer is so we don't worry too much about<00:03:07.630> that<00:03:07.900> we<00:03:08.020> can<00:03:08.110> talk<00:03:08.200> about<00:03:08.410> the about that we can talk about the about that we can talk about the different<00:03:08.830> ad<00:03:08.980> units<00:03:09.430> you<00:03:09.520> have<00:03:09.610> available different ad units you have available different ad units you have available but<00:03:10.420> the<00:03:10.510> third<00:03:10.750> part<00:03:11.020> do<00:03:11.380> the<00:03:11.950> offer<00:03:12.130> this but the third part do the offer this but the third part do the offer this makes<00:03:13.450> a<00:03:13.600> hundred<00:03:14.080> percent<00:03:14.170> of<00:03:14.410> a<00:03:14.470> difference makes a hundred percent of a difference makes a hundred percent of a difference in<00:03:14.980> in<00:03:15.280> your<00:03:15.520> campaign<00:03:15.940> in<00:03:16.930> general<00:03:17.380> if<00:03:17.470> you<00:03:17.620> go in in your campaign in general if you go in in your campaign in general if you go too<00:03:17.830> high<00:03:18.430> in<00:03:18.880> terms<00:03:19.840> of<00:03:20.020> cost<00:03:20.260> or<00:03:20.560> that<00:03:20.739> will too high in terms of cost or that will too high in terms of cost or that will go<00:03:21.220> like<00:03:21.910> the<00:03:22.180> offer<00:03:22.530> how<00:03:23.530> friction<00:03:24.190> prone<00:03:24.400> it go like the offer how friction prone it go like the offer how friction prone it is<00:03:24.700> so<00:03:25.060> high<00:03:25.660> meaning<00:03:26.260> really<00:03:26.560> low<00:03:26.860> friction is so high meaning really low friction is so high meaning really low friction would<00:03:27.760> be<00:03:27.880> something<00:03:28.090> like<00:03:28.470> read<00:03:29.470> my<00:03:29.680> blog would be something like read my blog would be something like read my blog post<00:03:30.310> or<00:03:30.610> view<00:03:31.270> this<00:03:31.420> infographic<00:03:31.840> and<00:03:32.380> that's post or view this infographic and that's post or view this infographic and that's a<00:03:32.680> very<00:03:33.040> low<00:03:33.310> commitment<00:03:33.880> by<00:03:34.180> anyone<00:03:34.510> and<00:03:34.840> the a very low commitment by anyone and the a very low commitment by anyone and the very<00:03:35.470> bottom<00:03:35.830> would<00:03:35.920> be<00:03:36.070> here<00:03:36.430> talk<00:03:36.640> to<00:03:36.670> my very bottom would be here talk to my very bottom would be here talk to my high<00:03:37.060> pressure<00:03:37.330> sales<00:03:37.630> rep<00:03:37.989> really<00:03:38.650> high high pressure sales rep really high high pressure sales rep really high friction<00:03:39.300> if<00:03:40.300> you<00:03:40.420> go<00:03:40.570> too<00:03:40.630> high<00:03:41.080> you<00:03:41.410> don't friction if you go too high you don't friction if you go too high you don't have<00:03:41.680> a<00:03:41.709> strong<00:03:41.950> enough<00:03:42.100> call-to-action<00:03:42.760> on have a strong enough call-to-action on have a strong enough call-to-action on the<00:03:42.940> blog<00:03:43.150> post<00:03:43.180> you're<00:03:43.959> generally<00:03:44.590> going<00:03:44.709> to the blog post you're generally going to the blog post you're generally going to have<00:03:44.890> a<00:03:44.920> very<00:03:45.280> low<00:03:45.520> conversion<00:03:45.760> rate<00:03:46.209> meaning have a very low conversion rate meaning have a very low conversion rate meaning a<00:03:46.810> very<00:03:46.840> expensive<00:03:47.470> cost<00:03:47.890> per<00:03:48.070> conversion<00:03:48.190> if a very expensive cost per conversion if a very expensive cost per conversion if you<00:03:49.090> go<00:03:49.209> all<00:03:49.360> the<00:03:49.450> way<00:03:49.510> to<00:03:49.600> the<00:03:49.720> bottom<00:03:49.930> where you go all the way to the bottom where you go all the way to the bottom where you're<00:03:50.380> telling<00:03:50.620> someone<00:03:50.800> talk<00:03:51.370> write<00:03:51.850> to<00:03:51.970> my you're telling someone talk write to my you're telling someone talk write to my sales<00:03:52.269> rep<00:03:52.570> or<00:03:52.870> take<00:03:53.110> a<00:03:53.140> demo<00:03:53.620> or<00:03:54.000> or<00:03:55.000> pop<00:03:55.660> on sales rep or take a demo or or pop on sales rep or take a demo or or pop on this<00:03:55.989> trial<00:03:56.459> that's<00:03:57.459> gonna<00:03:57.670> be<00:03:57.880> really<00:03:58.120> high this trial that's gonna be really high this trial that's gonna be really high commitment<00:03:58.900> and<00:03:59.050> it's<00:03:59.470> gonna<00:03:59.560> have<00:03:59.739> a<00:03:59.769> low commitment and it's gonna have a low commitment and it's gonna have a low click-through<00:04:00.459> rate<00:04:00.850> meaning<00:04:01.180> LinkedIn<00:04:01.540> is click-through rate meaning LinkedIn is click-through rate meaning LinkedIn is just<00:04:01.780> gonna<00:04:01.900> shut<00:04:02.140> it<00:04:02.170> off<00:04:02.380> so<00:04:02.830> what<00:04:02.950> you<00:04:03.040> need just gonna shut it off so what you need just gonna shut it off so what you need to<00:04:03.250> have<00:04:03.519> is<00:04:03.700> an<00:04:03.820> offer<00:04:04.000> that<00:04:04.300> somewhere<00:04:04.720> in to have is an offer that somewhere in to have is an offer that somewhere in the<00:04:04.959> middle<00:04:05.230> what<00:04:05.920> I'll<00:04:06.010> call<00:04:06.160> that<00:04:06.220> chunky the middle what I'll call that chunky the middle what I'll call that chunky middle<00:04:07.060> where<00:04:07.480> you<00:04:07.930> get<00:04:08.940> enough<00:04:09.940> interest middle where you get enough interest middle where you get enough interest that<00:04:10.540> people<00:04:10.600> are<00:04:10.840> willing<00:04:10.930> to<00:04:11.140> click<00:04:11.350> on<00:04:11.500> it that people are willing to click on it that people are willing to click on it and<00:04:11.799> an<00:04:12.400> offer<00:04:12.609> that's and an offer that's and an offer that's it's<00:04:14.420> call<00:04:14.660> to<00:04:14.780> action<00:04:15.080> that's<00:04:15.200> strong<00:04:15.410> enough it's call to action that's strong enough it's call to action that's strong enough that<00:04:15.620> people<00:04:15.830> actually<00:04:16.250> convert<00:04:16.790> so<00:04:17.239> that's that people actually convert so that's that people actually convert so that's gonna<00:04:17.540> be<00:04:17.630> things<00:04:17.900> like<00:04:18.109> here's<00:04:18.680> this<00:04:18.950> free gonna be things like here's this free gonna be things like here's this free checklist<00:04:19.609> or<00:04:20.209> a<00:04:20.269> free<00:04:20.570> cheat<00:04:20.870> sheet<00:04:21.170> or<00:04:21.350> join checklist or a free cheat sheet or join this<00:04:22.100> free<00:04:22.280> webinar<00:04:22.460> or<00:04:23.060> a<00:04:23.860> attendant<00:04:24.860> of<00:04:24.980> a checklist or a free cheat sheet or join this free webinar or a attendant of a this free webinar or a attendant of a free<00:04:25.370> in-person<00:04:25.730> event<00:04:26.180> something<00:04:26.720> like<00:04:26.840> that free in-person event something like that free in-person event something like that that<00:04:27.440> people<00:04:27.710> are<00:04:27.800> saying<00:04:28.790> that's<00:04:29.060> valuable that people are saying that's valuable that people are saying that's valuable enough<00:04:29.900> to<00:04:29.930> me<00:04:30.200> that<00:04:30.230> I'm<00:04:30.470> willing<00:04:30.740> to<00:04:30.770> give<00:04:30.919> my enough to me that I'm willing to give my enough to me that I'm willing to give my personal<00:04:31.340> information<00:04:31.880> for<00:04:32.030> that<00:04:32.060> got<00:04:32.390> it<00:04:32.600> so personal information for that got it so personal information for that got it so it's<00:04:32.930> an<00:04:33.110> it's<00:04:33.410> an<00:04:33.560> email<00:04:33.770> opt-in<00:04:33.950> offer<00:04:34.280> yeah it's an it's an email opt-in offer yeah it's an it's an email opt-in offer yeah exactly exactly God<00:04:35.810> do<00:04:36.470> you<00:04:36.560> ever<00:04:36.680> see<00:04:37.010> people<00:04:37.040> just<00:04:37.580> asking exactly God do you ever see people just asking God do you ever see people just asking for<00:04:38.419> money<00:04:38.660> straight<00:04:39.080> up<00:04:39.230> or<00:04:39.440> yeah<00:04:39.980> you<00:04:40.760> know for money straight up or yeah you know for money straight up or yeah you know because<00:04:41.419> you're<00:04:41.600> only<00:04:41.720> gonna<00:04:41.930> pay<00:04:42.200> when because you're only gonna pay when because you're only gonna pay when someone<00:04:42.470> clicks<00:04:42.800> for<00:04:43.580> the<00:04:43.640> most<00:04:43.790> part<00:04:44.030> we<00:04:44.330> tell someone clicks for the most part we tell someone clicks for the most part we tell people<00:04:44.810> hey<00:04:44.960> let's<00:04:45.200> test<00:04:45.530> any<00:04:45.770> call-to-action people hey let's test any call-to-action people hey let's test any call-to-action you<00:04:46.550> have<00:04:46.760> because<00:04:47.300> if<00:04:47.419> you<00:04:47.540> have<00:04:47.780> a<00:04:48.110> product you have because if you have a product you have because if you have a product that's<00:04:49.520> so<00:04:49.820> revolutionary<00:04:50.150> or<00:04:51.050> disruptive that's so revolutionary or disruptive that's so revolutionary or disruptive that<00:04:52.160> people<00:04:52.490> haven't<00:04:52.790> heard<00:04:52.910> of<00:04:53.060> it<00:04:53.090> before that people haven't heard of it before that people haven't heard of it before and<00:04:53.419> there's<00:04:53.660> some<00:04:53.840> latent<00:04:54.169> demand and there's some latent demand and there's some latent demand yeah<00:04:54.919> sure<00:04:55.130> they'll<00:04:55.370> hop<00:04:55.520> on<00:04:55.640> the<00:04:55.730> phone<00:04:55.850> with yeah sure they'll hop on the phone with yeah sure they'll hop on the phone with the<00:04:56.060> sales<00:04:56.270> rep<00:04:56.480> because<00:04:56.810> they've<00:04:56.930> never the sales rep because they've never the sales rep because they've never heard<00:04:57.380> that<00:04:57.410> this<00:04:57.770> product<00:04:58.040> existed<00:04:58.640> and heard that this product existed and heard that this product existed and they're<00:04:58.880> excited<00:04:59.090> to<00:04:59.330> hear<00:04:59.810> from<00:04:59.960> you they're excited to hear from you they're excited to hear from you but<00:05:00.800> that's<00:05:00.950> so<00:05:01.280> rare<00:05:01.520> I<00:05:01.700> mean<00:05:01.760> I<00:05:01.940> would<00:05:02.210> say<00:05:02.390> 5% but that's so rare I mean I would say 5% of<00:05:03.200> the<00:05:03.260> time<00:05:03.440> you<00:05:03.800> can<00:05:03.950> get<00:05:04.070> away<00:05:04.160> with<00:05:04.400> a but that's so rare I mean I would say 5% of the time you can get away with a of the time you can get away with a really<00:05:04.669> heavy<00:05:04.880> ask<00:05:05.120> right<00:05:05.750> so<00:05:06.350> they<00:05:06.440> have really heavy ask right so they have really heavy ask right so they have different<00:05:06.860> ways<00:05:06.980> to<00:05:07.190> advertise<00:05:07.310> there's<00:05:07.760> a different ways to advertise there's a different ways to advertise there's a link<00:05:08.390> text<00:05:09.200> ads<00:05:09.500> banner<00:05:10.130> ads<00:05:11.140> sponsored<00:05:12.140> email link text ads banner ads sponsored email link text ads banner ads sponsored email so<00:05:13.990> which<00:05:14.990> one<00:05:15.200> works<00:05:15.410> the<00:05:15.530> best<00:05:15.740> when<00:05:16.640> should so which one works the best when should so which one works the best when should you<00:05:16.970> use<00:05:17.030> what<00:05:17.510> so<00:05:17.840> 95%<00:05:18.410> of<00:05:18.830> the<00:05:18.890> time<00:05:19.040> I'm you use what so 95% of the time I'm you use what so 95% of the time I'm telling<00:05:19.520> people<00:05:19.669> start<00:05:20.540> with<00:05:20.690> sponsored telling people start with sponsored telling people start with sponsored content<00:05:21.620> these<00:05:21.979> are<00:05:22.070> the<00:05:22.130> ones<00:05:22.280> that<00:05:22.340> are content these are the ones that are content these are the ones that are going<00:05:22.610> to<00:05:22.760> appear<00:05:23.060> right<00:05:23.330> in<00:05:23.510> their<00:05:23.690> user<00:05:23.900> feed going to appear right in their user feed going to appear right in their user feed they're<00:05:24.830> gonna<00:05:24.979> appear<00:05:25.610> both<00:05:25.790> on<00:05:26.060> desktop<00:05:26.600> and they're gonna appear both on desktop and they're gonna appear both on desktop and on<00:05:27.020> mobile<00:05:27.050> no<00:05:27.440> matter<00:05:27.590> where<00:05:27.860> you're<00:05:28.070> viewing on mobile no matter where you're viewing on mobile no matter where you're viewing LinkedIn<00:05:28.700> you're<00:05:28.850> gonna<00:05:28.940> see<00:05:29.180> these<00:05:29.390> and<00:05:29.630> they LinkedIn you're gonna see these and they LinkedIn you're gonna see these and they have<00:05:30.140> some<00:05:30.979> of<00:05:31.040> the<00:05:31.100> highest<00:05:31.130> click-through have some of the highest click-through have some of the highest click-through rates<00:05:32.770> that's<00:05:33.770> going<00:05:34.310> to<00:05:34.400> get<00:05:34.729> you<00:05:34.910> a<00:05:34.940> click rates that's going to get you a click rates that's going to get you a click somewhere<00:05:35.540> in<00:05:35.690> the<00:05:35.870> six<00:05:36.200> to<00:05:36.320> nine<00:05:36.470> dollar somewhere in the six to nine dollar somewhere in the six to nine dollar range<00:05:36.979> so<00:05:37.430> that's<00:05:37.580> just<00:05:37.790> what<00:05:38.030> you<00:05:38.090> can<00:05:38.240> plan range so that's just what you can plan range so that's just what you can plan on<00:05:38.450> and<00:05:38.810> I<00:05:39.260> say<00:05:39.620> 95%<00:05:40.130> of<00:05:40.520> advertisers<00:05:40.910> can on and I say 95% of advertisers can on and I say 95% of advertisers can start<00:05:41.450> there start there start there the<00:05:42.770> next<00:05:43.070> place<00:05:43.280> that<00:05:43.310> I<00:05:43.580> say<00:05:43.880> people<00:05:44.030> can<00:05:44.240> go the next place that I say people can go the next place that I say people can go to<00:05:44.419> is<00:05:44.780> you<00:05:45.380> go<00:05:45.470> to<00:05:45.530> text<00:05:45.919> ads<00:05:46.100> because<00:05:46.550> they to is you go to text ads because they to is you go to text ads because they are<00:05:46.940> by<00:05:47.150> far<00:05:47.180> the<00:05:47.630> cheapest<00:05:48.169> cost<00:05:48.410> per<00:05:48.710> click are by far the cheapest cost per click are by far the cheapest cost per click of<00:05:49.040> any<00:05:49.190> ad<00:05:49.370> out<00:05:49.580> there<00:05:49.790> but<00:05:50.390> they<00:05:50.540> have<00:05:50.660> a of any ad out there but they have a of any ad out there but they have a really<00:05:51.440> really<00:05:51.590> low<00:05:51.860> click-through<00:05:52.160> rate<00:05:52.580> so really really low click-through rate so really really low click-through rate so you've<00:05:53.120> got<00:05:53.240> to<00:05:53.330> have<00:05:53.450> a<00:05:53.479> pre<00:05:53.720> sizing<00:05:54.550> 0.000<00:05:55.550> so you've got to have a pre sizing 0.000 so you've got to have a pre sizing 0.000 so it's<00:05:56.180> like<00:05:56.360> point<00:05:56.810> zero<00:05:57.260> to<00:05:57.320> five<00:05:57.860> percent<00:05:58.220> is it's like point zero to five percent is it's like point zero to five percent is the<00:05:58.850> average<00:05:59.300> and<00:05:59.570> that's<00:06:00.229> two<00:06:00.650> point<00:06:00.919> five the average and that's two point five the average and that's two point five out<00:06:01.400> of<00:06:01.490> every<00:06:01.700> ten<00:06:02.060> thousand<00:06:02.690> times<00:06:02.810> they're out of every ten thousand times they're out of every ten thousand times they're saying<00:06:03.320> so<00:06:03.680> yeah<00:06:03.860> obscenely<00:06:04.400> locally<00:06:04.910> through saying so yeah obscenely locally through rates<00:06:05.330> meaning<00:06:05.900> if<00:06:06.050> you've<00:06:06.200> got<00:06:06.350> a<00:06:06.380> super saying so yeah obscenely locally through rates meaning if you've got a super rates meaning if you've got a super targeted<00:06:07.100> audience<00:06:07.610> of<00:06:07.850> 30,000<00:06:08.840> people<00:06:08.870> you'd targeted audience of 30,000 people you'd targeted audience of 30,000 people you'd be<00:06:09.620> lucky<00:06:09.800> to<00:06:09.979> spend<00:06:10.280> ten<00:06:10.490> dollars<00:06:10.789> in<00:06:10.910> a<00:06:10.970> week be lucky to spend ten dollars in a week be lucky to spend ten dollars in a week good<00:06:11.840> the<00:06:12.650> beautiful<00:06:12.800> part<00:06:13.220> about<00:06:13.250> this<00:06:13.490> ad good the beautiful part about this ad good the beautiful part about this ad unit<00:06:13.940> is<00:06:14.030> its<00:06:14.180> desktop<00:06:14.450> only<00:06:15.080> so<00:06:15.470> if<00:06:15.530> you<00:06:15.650> have unit is its desktop only so if you have unit is its desktop only so if you have a<00:06:15.830> landing<00:06:16.160> page<00:06:16.340> experience<00:06:16.850> that's<00:06:17.000> not a landing page experience that's not a landing page experience that's not great<00:06:17.360> for<00:06:17.570> mobile<00:06:17.720> this<00:06:18.200> is<00:06:18.260> the<00:06:18.410> only<00:06:18.770> way<00:06:18.890> to great for mobile this is the only way to great for mobile this is the only way to go<00:06:19.150> mm-hmm<00:06:20.150> and<00:06:20.450> then<00:06:20.600> finally<00:06:20.960> as<00:06:21.050> you go mm-hmm and then finally as you go mm-hmm and then finally as you mentioned<00:06:21.530> sponsored<00:06:22.099> in<00:06:22.220> mail<00:06:22.460> this<00:06:22.729> is<00:06:22.880> the mentioned sponsored in mail this is the mentioned sponsored in mail this is the newest<00:06:23.390> ad<00:06:23.570> unit<00:06:23.870> that<00:06:23.930> we<00:06:24.020> got<00:06:24.169> access<00:06:24.470> to newest ad unit that we got access to newest ad unit that we got access to they<00:06:25.970> are<00:06:26.210> by<00:06:26.599> far<00:06:26.629> the<00:06:26.900> most<00:06:27.050> expensive<00:06:27.530> ad they are by far the most expensive ad they are by far the most expensive ad unit<00:06:28.370> on<00:06:28.460> LinkedIn<00:06:28.849> because<00:06:29.240> you're<00:06:29.569> paying unit on LinkedIn because you're paying unit on LinkedIn because you're paying per<00:06:30.289> send<00:06:30.710> not<00:06:31.460> per<00:06:31.759> click<00:06:32.000> so<00:06:32.740> you<00:06:33.740> know<00:06:33.830> you per send not per click so you know you per send not per click so you know you send<00:06:34.639> it<00:06:34.729> to<00:06:34.789> someone's<00:06:35.090> box<00:06:35.360> you<00:06:36.349> paid<00:06:36.650> you send it to someone's box you paid you send it to someone's box you paid you know<00:06:37.460> 40<00:06:38.060> to<00:06:38.180> 80<00:06:38.360> cents<00:06:38.719> usually<00:06:39.199> to<00:06:39.319> send<00:06:39.530> it know 40 to 80 cents usually to send it know 40 to 80 cents usually to send it to<00:06:39.740> someone<00:06:40.069> it's<00:06:40.580> gonna<00:06:40.699> have<00:06:40.969> a<00:06:41.000> 50<00:06:41.509> percent to someone it's gonna have a 50 percent to someone it's gonna have a 50 percent open<00:06:42.169> rate<00:06:42.229> on<00:06:42.590> average<00:06:42.770> and<00:06:43.219> it's<00:06:43.490> gonna<00:06:43.580> have open rate on average and it's gonna have open rate on average and it's gonna have an<00:06:43.849> 8<00:06:44.060> percent<00:06:44.240> click-through<00:06:44.689> rate<00:06:45.020> still an 8 percent click-through rate still an 8 percent click-through rate still pretty<00:06:46.009> good<00:06:46.219> I<00:06:46.520> not<00:06:47.330> too<00:06:47.569> bad<00:06:47.780> but pretty good I not too bad but pretty good I not too bad but considering<00:06:48.949> that<00:06:49.069> when<00:06:49.250> you<00:06:49.370> work<00:06:49.939> out<00:06:50.090> the considering that when you work out the considering that when you work out the math<00:06:50.389> you're<00:06:50.780> at<00:06:50.870> like<00:06:51.110> a<00:06:51.169> 12<00:06:51.500> to<00:06:51.680> 24<00:06:52.099> dollar math you're at like a 12 to 24 dollar math you're at like a 12 to 24 dollar cost<00:06:52.580> per<00:06:52.789> click<00:06:53.030> so<00:06:53.419> for<00:06:53.840> the<00:06:53.900> most<00:06:54.020> part<00:06:54.139> I cost per click so for the most part I cost per click so for the most part I say<00:06:54.560> that<00:06:55.069> works<00:06:55.310> really<00:06:55.669> well<00:06:55.909> if<00:06:56.060> you<00:06:56.090> have<00:06:56.240> a say that works really well if you have a say that works really well if you have a very<00:06:56.629> special<00:06:57.139> offer<00:06:57.289> something<00:06:57.919> that<00:06:58.069> makes very special offer something that makes very special offer something that makes you<00:06:59.180> feel<00:06:59.330> because<00:06:59.599> of<00:06:59.840> who<00:07:00.110> you<00:07:00.259> are<00:07:00.289> in<00:07:00.530> the you feel because of who you are in the you feel because of who you are in the industry<00:07:00.740> we<00:07:01.280> want<00:07:01.400> to<00:07:01.520> give<00:07:01.610> you<00:07:01.729> special industry we want to give you special industry we want to give you special access<00:07:02.719> or<00:07:02.870> a<00:07:02.900> sneak<00:07:03.229> peek<00:07:03.560> or<00:07:04.069> come<00:07:04.460> to<00:07:04.550> this access or a sneak peek or come to this access or a sneak peek or come to this free<00:07:04.909> event<00:07:05.030> where<00:07:05.300> you<00:07:05.389> get<00:07:05.509> to<00:07:05.599> network<00:07:05.690> with free event where you get to network with free event where you get to network with your<00:07:06.080> peers<00:07:06.139> those<00:07:06.949> kinds<00:07:07.310> of<00:07:07.400> offers<00:07:07.699> tend<00:07:07.969> to your peers those kinds of offers tend to your peers those kinds of offers tend to work<00:07:08.180> really<00:07:08.389> well<00:07:08.629> otherwise<00:07:09.199> there<00:07:09.940> that work really well otherwise there that work really well otherwise there that can<00:07:11.060> just<00:07:11.210> be<00:07:11.240> pretty<00:07:11.930> expensive<00:07:12.139> so<00:07:12.349> what<00:07:12.710> are can just be pretty expensive so what are can just be pretty expensive so what are some<00:07:13.370> of<00:07:13.490> the<00:07:13.639> most<00:07:14.360> common<00:07:14.930> mistakes<00:07:15.110> you<00:07:15.500> see some of the most common mistakes you see some of the most common mistakes you see people<00:07:15.979> making<00:07:16.280> I<00:07:16.729> think<00:07:17.000> one<00:07:17.750> of<00:07:17.779> the<00:07:17.900> most people making I think one of the most people making I think one of the most common<00:07:18.379> mistakes<00:07:18.740> is<00:07:19.009> following<00:07:19.849> link<00:07:20.060> Tim's common mistakes is following link Tim's common mistakes is following link Tim's advice<00:07:20.449> quite<00:07:20.990> frankly<00:07:21.259> Lincoln<00:07:22.039> will<00:07:22.190> give advice quite frankly Lincoln will give advice quite frankly Lincoln will give you<00:07:22.430> advice<00:07:22.729> that<00:07:23.000> is<00:07:23.150> hey<00:07:23.870> we're<00:07:24.199> gonna<00:07:24.319> give you advice that is hey we're gonna give you advice that is hey we're gonna give you<00:07:24.650> this<00:07:24.770> this<00:07:25.159> range<00:07:25.639> of<00:07:25.990> bids<00:07:26.990> that<00:07:27.349> you you this this range of bids that you you this this range of bids that you should<00:07:27.650> do<00:07:27.770> and<00:07:28.009> they're<00:07:28.699> gonna<00:07:28.819> quote<00:07:29.150> you should do and they're gonna quote you should do and they're gonna quote you really<00:07:29.779> high<00:07:30.219> for<00:07:31.219> the<00:07:31.370> majority<00:07:31.669> of really high for the majority of really high for the majority of advertisers<00:07:32.389> who<00:07:32.539> don't<00:07:32.810> have<00:07:33.020> massive advertisers who don't have massive advertisers who don't have massive budgets<00:07:33.889> I<00:07:34.069> think<00:07:34.520> you're<00:07:34.819> probably<00:07:35.300> okay<00:07:35.719> to budgets I think you're probably okay to budgets I think you're probably okay to bid<00:07:36.139> pretty<00:07:36.469> low<00:07:36.680> and<00:07:36.949> fill<00:07:37.490> your<00:07:37.639> budget<00:07:38.000> up bid pretty low and fill your budget up bid pretty low and fill your budget up with<00:07:38.270> cheap<00:07:38.539> clicks<00:07:38.870> as<00:07:39.110> opposed<00:07:39.680> to<00:07:39.800> filling with cheap clicks as opposed to filling with cheap clicks as opposed to filling your<00:07:40.250> budget<00:07:40.580> very<00:07:40.789> quickly<00:07:41.120> with<00:07:41.629> expensive your budget very quickly with expensive your budget very quickly with expensive clicks<00:07:42.409> so<00:07:42.919> LinkedIn<00:07:43.430> is<00:07:43.520> gonna<00:07:43.669> tell<00:07:43.879> you<00:07:44.029> bid clicks so LinkedIn is gonna tell you bid clicks so LinkedIn is gonna tell you bid eight<00:07:44.810> nine<00:07:45.050> twelve<00:07:45.589> fifteen<00:07:45.889> dollars<00:07:46.610> start eight nine twelve fifteen dollars start eight nine twelve fifteen dollars start near<00:07:47.690> the<00:07:47.719> minimum<00:07:48.139> if<00:07:48.349> it<00:07:48.560> says<00:07:48.830> the<00:07:48.979> minimum near the minimum if it says the minimum near the minimum if it says the minimum is<00:07:49.339> five<00:07:49.460> dollars<00:07:49.699> go<00:07:50.240> 525<00:07:51.020> 550<00:07:51.560> it's<00:07:52.129> a<00:07:52.190> good is five dollars go 525 550 it's a good is five dollars go 525 550 it's a good place<00:07:52.520> to<00:07:52.669> start<00:07:52.879> and<00:07:53.060> just<00:07:53.629> see<00:07:53.810> and<00:07:54.139> if<00:07:54.319> you place to start and just see and if you place to start and just see and if you can't<00:07:54.770> naturally<00:07:55.279> spend<00:07:55.550> your<00:07:55.699> budget<00:07:56.029> at can't naturally spend your budget at can't naturally spend your budget at those<00:07:56.449> at<00:07:57.440> that<00:07:57.740> bid<00:07:57.949> sure<00:07:58.490> you<00:07:58.699> can<00:07:58.819> raise<00:07:59.000> it those at that bid sure you can raise it those at that bid sure you can raise it but<00:07:59.300> start<00:07:59.629> low<00:07:59.839> don't<00:08:00.560> overpay but start low don't overpay but start low don't overpay so<00:08:01.250> you<00:08:01.310> see<00:08:01.580> this<00:08:01.849> is<00:08:01.969> what<00:08:02.120> I<00:08:02.150> always<00:08:02.449> say so you see this is what I always say so you see this is what I always say don't<00:08:03.800> just<00:08:04.219> follow<00:08:04.490> best<00:08:04.849> practices<00:08:05.449> blindly don't just follow best practices blindly don't just follow best practices blindly and<00:08:06.440> if<00:08:06.620> you<00:08:06.710> want<00:08:06.889> more<00:08:07.099> interviews<00:08:07.729> like and if you want more interviews like and if you want more interviews like this<00:08:07.969> subscribe<00:08:08.930> to<00:08:09.229> my<00:08:09.440> channel

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What’s the deal with LinkedIn Ads? Interview with AJ Wilcox